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Millennials Thumbs-Down Payless’ PR Stunt as Brand Buzz Rises Overall

When it’s deliver-or-die, supply chains become the lifeblood of a company. To that end, the fashion industry has embraced technology to navigate today’s hyper-complicated supply chain, with myriad solutions shaping the first, middle and last mile. Call it Sourcing 2.0.

Payless went to great lengths last week to set up a fake brand, crafting the name “Palessi” as a snooty nod to the official company name and throwing up a website and Instagram account to boot. The final touch saw the budget-minded mall staple taking over a former Armani store in Santa Monica to launch…

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